Not solely does it appear everyone seems to be consuming glowing water lately, however most share a powerful opinion.
Of these taking part in drink after drink of glowing water, we determined to ask the query: What model is successful the glowing water wars? And, why?
A number of elements go into what makes trending drinks — canned or bottled, single or bulk, flavored or not. 1,000 actual customers answered definitive questions on their glowing water preferences, and why they might be prepared to modify manufacturers.
*All survey respondents had been U.S. adults a minimum of 18 years of age and smartphone house owners. The survey was executed via the Subject Agent platform, July 12, 2024, with a random pattern of customers. Demos: Gender – Feminine (76.2%), Male (22.6%), Want To not Say (0.11%), Age – 18-29 (13.2%), 30-39 (36.4%), 40-49 (28%), 50+ (22.4%); Family Earnings – < $35K (9.3%), $35-49K (12.3%), $50-74K (14.5%), $75-99K (14.7%), $100-125K (9.9%), $125K+ (24.3%), Want To not Say (10.1%); Race/Ethnicity – Caucasian/White (62.1%), Latino/Hispanic (8.7%), African American/Black (7.5%), Asian American (7.8%), Native American (1%), Different (3.3%)
A New Line Merchandise on America’s Grocery Record
LaCroix has been in manufacturing since 1981, nevertheless it looks like a newer phenomenon, doesn’t it? That’s as a result of in 2015, the corporate launched a advertising and marketing marketing campaign focusing on health-conscious millennial shoppers — boosting its yearly income from $65 million to $226 million in the identical 12 months.
In keeping with Grand View Analysis, the glowing water business generated $29.71 billion in income in 2020 and is projected to develop at a compound annual development fee of 12.6% from 2021 to 2028.
Our survey respondents confirmed this: with half sharing that they buy glowing water a minimum of as soon as every week.
When customers add seltzer to their buying carts, 2 out of three say they gravitate in direction of the packaged — doubtless for the fee financial savings.
And, out of the handfuls of glowing waters, LaCroix has been deemed the main model in reputation.
Do not Choose a Seltzer by It is Cowl
There are many sayings to go round about how “it’s about what’s on the within moderately than what’s on the skin”. However within the case of glowing waters, prospects have sturdy preferences on packaging.
We requested survey respondents to take a look at the overall packaging choices and select which was most interesting to them.
Canned with taste imagery got here in first with over one-third of respondents saying this was their favourite — however surprisingly, canned with fundamental colours was on the backside of the checklist. We included LaCroix and Bubly cans on the “fundamental colours” checklist, but, they had been ranked folks’s general favorites. How far more bought would they be if that they had totally different packaging choices?
Nonetheless, in the case of the elements which can be most essential to selecting a glowing water — style comes first, even earlier than value. 71% of respondents mentioned that style is an important determinant in selecting glowing water.
Style and Taste Take the Cake
The style could also be superior, however are there sufficient taste choices to maintain a client loyal to at least one model? We requested survey respondents to decide on their high three glowing water manufacturers when it comes to style then taste choices to see if their loyalty caught.
LaCroix, Bubly, and Glowing Ice win in each classes, however that’s the place the similarities cease.
Whereas San Pelligrino, Perrier, and Topo Chico are available subsequent when it comes to style, they drop considerably in taste choices. Taking their place is Waterloo, Polar Seltzer, and Spindrift.
However what flavors are hottest?
The bulk — two in three — of survey respondents mentioned they most popular berry flavored seltzer.
73% mentioned they most popular their glowing water with pure flavors, 25% mentioned that they had no desire, and the remaining 2% mentioned they most popular synthetic flavors.
4 in 5 say they often drink glowing water straight from the can or bottle. However once they don’t, it tends for use as a mixer for different drinks. Over 60% of individuals say they may greater than typically use glowing water as a mixer for different drinks.
Glowing Water Loyalties
With the majority of People choosing up their seltzer on their typical grocery runs — with the occasional on-line supply or comfort retailer — presence on shelf is essential.
Not solely that, however the main technique of discovering new glowing water manufacturers are from in-store shows.
And the cherry on high of all of it is that almost 99% are doubtless to attempt a brand new glowing water model. The glowing water client might be simply swayed with brilliant packaging, new taste choices, and never pay a big distinction in value.
Key Takeaways
The glowing water market is booming, with important client engagement and powerful opinions about manufacturers and preferences. In our evaluation of the US market consuming glowing water, listed here are our conclusions.
Prime Manufacturers: LaCroix, Bubly, and Glowing Ice lead in each style and taste selection, whereas San Pellegrino, Perrier, and Topo Chico rank excessive in style however decrease in taste choices.
Packaging Preferences: Canned glowing water with taste imagery is most popular, however high manufacturers like LaCroix and Bubly have potential to spice up gross sales with extra interesting packaging.
Taste Traits: Berry is the preferred taste, and there’s a sturdy desire for pure flavors.
Retail Presence: In-store shows are essential for model discovery, with most purchases taking place throughout common grocery buying.
Willingness to Strive New Manufacturers: Almost 99% of shoppers are open to making an attempt new glowing water manufacturers, influenced by packaging, taste choices, and value.
How Subject Agent Can Assist Glowing Water Manufacturers Succeed on Shelf
Via steady retailer audits by actual customers, Subject Agent ensures your model’s presence and visibility on cabinets — verifying that your glowing water merchandise are stocked, displayed appropriately, and accessible to shoppers.
To remain aggressive, Subject Agent offers value examine providers, providing real-time information on how your merchandise are priced in comparison with rivals, enabling knowledgeable pricing choices.
Sustaining optimum shelf placement is essential, and our planogram execution and compliance providers assist affirm that your merchandise are positioned in keeping with the agreed-upon planograms, maximizing visibility and gross sales potential. Collect direct suggestions from customers, conduct surveys to know preferences, uncover new developments, and adapt to client calls for.
Glowing water manufacturers can improve their shelf presence, optimize pricing, collect priceless client insights, and in the end drive increased gross sales and buyer loyalty with Subject Agent insights.
